Launched in 2012, FRAME grew out of co-founders Jens Grede and Erik Torstensson’s search for the perfect shade of blue jeans. A focus on color, fabric, and fit remains a signature of the brand, which first gained popularity among models and fashion insiders for its limited-edition styles. Rooted in both L.A. and London, the label has found a niche in a crowded denim market with its fresh mix of West Coast ease and sleek European sensibility.